Digitizing a massive 4 day sporting event

Yearly, Nike China host a 4 days festival of sports where youth can try different sports and interact with Athletes. In order to digitize the event and track participation / crowd management and activations, we partnered with an app called WeChat. We turn Nike into a friend providing live conversations. The app's built in QR reader tracked participation and celebrated active participants. Digital badges were awarded in app and on a huge display. Over 50,000 youths attended daily and usage of this innovation increased tenfold during 4 days from 1,256 scans to 11,999.

Nike is now service, not product. Looking at services like plus and currency like fuel, this campaign or execution took it to the streets. Offering a wide service range around sport participation that is measured, quantified and celebrated - socially using the Wechat partnership.

The results were phenomenal, the strategy to use this daily tool and innovate by replicating a friend with an aspirational brand like Nike proved incomparable. We have leveraged the app and experience and have acquired over 50,000 participants per day over 4 days and the participation levels went tenfold over the four days from 1,200+ the first day to almost 12,000 by day 4. From a direct perspective, this is a long term achievement and is valuable for communication and retention for all acquired Nike fans.